General Motors Specialty Vehicles (GMSV) has re-configured its popular Silverado range launching the first-ever Chevrolet Silverado ZR2; the exciting new addition to the GMSV portfolio is front and centre of a new campaign created by MBCS.
Cementing GMSV’s “Live Big. Truck it” brand positioning for Silverado, the campaign highlights off-road capabilities and design features set to revolutionise the way 4×4 adventure enthusiasts take on challenging terrains and explore the great outdoors.
Says Luke Simkins, group creative director, MBCS: “GMSV has never shied away from being bold and brave, you only need to look at their vehicles to see that, so we needed a campaign that was as tough and as big as the ZR2 claims to be; a campaign that would amplify the “Live Big. Truck it” brand motto and truly showcase the ZR2’s exceptional capabilities and features and how it will redefine the off-road driving experience for adventure enthusiasts.
MBCS partnered with award winning production house Finch to introduce the ZR2 to the ANZ market in a playful and immersive way through a 30-sec hero film “Where the Silverado Plays”; and a 15sec and two 6sec feature driven cut-down edits to deliver further consideration. The films showcase the vehicle’s trail blazing ability to access and explore uncharted territory that only the bravest of 4WDers dare to tackle.
Says Simkins: “By showing two ZR2s playing in off-grid terrain all to themselves, we amplified the wonder and individuality of the ZR2, we wanted to communicate that with the new capability the great outdoors became where the Silverado not only belongs but ‘Where the Silverado Plays.’. As GMSV says ‘forget A to B. In a Silverado, you’ll get from A to Z, wherever that may be.”
Says Jodie Lennon, general manager marketing and communications, GMSV: “Aussies and New Zealanders live for adventure and love nothing more than driving off-road in a vehicle as tough as the terrain itself. The ZR2 provides drivers with a large 6.2-litre engine, the most powerful naturally aspirated V8 engine in its class with 313kW of power and 624Nm of torque (VFACTS “Pick-Up/CC > $100K” segment), and 4.2 tonne maxed braked towing.
“The ZR2 responds directly to consumer demands and is the first Silverado in the market with new off-road technology (DSSV and terrain mode), as well as a newly designed interior for an enhanced driver experience.”
Safety is at the forefront in the new full-size truck, with a comprehensive suite of active and passive advanced safety technology and driver assistance features, while a 10-speed automatic transmission provides seamless and smooth transition between gears.
Adds Lennon: “We are thrilled to introduce the Silverado ZR2, a vehicle that combines cutting-edge technology with the spirit of adventure. We believe it will empower off-road explorers and adventurers to venture off the beaten track with confidence and we can’t wait to see consumer response to both the ZR2 and the new campaign.”
MBCS’ remit encompassed all strategy and creative with campaign elements covering OLV, display, social, OOH, partnerships, print and web.
The dynamic new model offers unheralded off-road capability complemented by on-road refinement and features an all-new interior with enhanced cabin environment including updated and larger digital touch screens.
Key new technology and design features of the Silverado ZR2 include:
• Silverado first application of performance enhancing Multimatic DSSV Dampers
• Front and Rear Electronic Locking Differentials
• Unique Terrain Mode with one pedal rock crawling
• Exclusive ZR2 interior with standard 13.4-inch diagonal infotainment touchscreen and 12.3-inch diagonal Driver Information Centre
The campaign launched last week and will continue through 17th July
Creative Agency: MBCS
Managing Director – Olivia Warren
Group Creative Director – Luke Simkins
General Manager – Marshall Campbell
Head of Growth and Creative Services – Trent Peppercorn
Head of Creative Strategy – Toby Maclachlan
Creative Director – Shanan Goldring
Senior Producer – Livia Canto
Account Manager: Kylie Searle
Art Director: Plinio Nitzsche
Production Company: Finch
Director: Chris Nelius
Producer: Caroline David
DOP: Tim Tregoning
FINCH EP/MD: Corey Esse
Offline: Lucas Vasquez – Atticus
Post: White Chocolate
Music & Sound: MassiveMusic
Composer: Haydn Walker
Producer: Luci Roe
Stills: Damien Bredberg
Client: GM Marketing and Communications – GMSV: Jodie Lennon